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Video SEO In Google & YouTube Search: Making the most out of it #SMXWest



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Video SEO In Google & YouTube Search: Making the most out of it #SMXWest

  1. 1. #videoseo at #smxwest by @aleyda from @orainti Video & YouTube In Google Search: Making the most out of it #videoseo at #smxwest by @aleyda from @orainti
  2. 2. #videoseo at #smxwest by @aleyda from @orainti Let’s talk about the video opportunity!
  3. 3. #videoseo at #smxwest by @aleyda from @orainti Media search, which includes videos (and images), are one of those top trends that Google Webmaster Analysts think that SEOs are overlooking…
  4. 4. #videoseo at #smxwest by @aleyda from @orainti Videos allow to build presence in the 2 most top sites and search engines & No. 1 social network
  5. 5. #videoseo at #smxwest by @aleyda from @orainti 19% of desktop search results in the US include video carrousels and 92% come from YouTube
  6. 6. #videoseo at #smxwest by @aleyda from @orainti Which you can leverage to maximize your Google search visibility for products or services queries
  7. 7. #videoseo at #smxwest by @aleyda from @orainti Videos can also help to position your brand and influence the customer journey on your site too
  8. 8. #videoseo at #smxwest by @aleyda from @orainti Like Asana does with video testimonials and how-tos in their features pages
  9. 9. #videoseo at #smxwest by @aleyda from @orainti It’s a win-win for your search strategy in 2020! #youtubeseo at #semrushwebinar by @aleyda from @orainti
  10. 10. #videoseo at #smxwest by @aleyda from @orainti I took the leap last year with my own YouTube Channel, Crawling Mondays, as a 2019 “new year, new thing to test" resolution
  11. 11. #videoseo at #smxwest by @aleyda from @orainti 1. Research 2. Implementation, Optimization & Testing Refining the videos Distributing the videos Which are the main factors to grow your videos views? Promoting the Videos Optimizing the Videos Producing the videos Establishing goals & targets to track Measuring videos results Who are your Video competitors ? What’s your audience Video Search Behavior? How do you measure Video results? Answering key questions about the video optimization process
  12. 12. #videoseo at #smxwest by @aleyda from @orainti For which I used this Video Optimization toolkit
  13. 13. #videoseo at #smxwest by @aleyda from @orainti Let’s go through some of my top video optimization findings along this journey…
  14. 14. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti To grow your YouTube discoverability you need relevance, retention & engagement
  15. 15. #videoseo at #smxwest by @aleyda from @orainti Most of YouTube’s videos views are powered by its recommendations algorithm
  16. 16. #videoseo at #smxwest by @aleyda from @orainti Which is so effective that keeps users highly engaged too
  17. 17. #videoseo at #smxwest by @aleyda from @orainti YouTube’s algorithm has two goals Help each viewer to find the videos they want to watch Get viewers to keep watching more of what they like 1 2
  18. 18. #videoseo at #smxwest by @aleyda from @orainti These principles are used through the different YouTube discovery channels INTERNAL EXTERNAL Google Search Results Links to videos from external sites Embedded Videos Suggested Videos Search Home Videos Trending Subscriptions Tab Notifications
  19. 19. #videoseo at #smxwest by @aleyda from @orainti YouTube’s will follow the audience behavior What users watch and don't watch What users like and dislike How much time users spend watching the video "not interested” feedback
  20. 20. #videoseo at #smxwest by @aleyda from @orainti Suggested Videos are ranked to maximize engagement based on prior user activity Topically Related Videos Videos that viewers watch along with the current video Videos from a viewer’s past watch history
  21. 21. #videoseo at #smxwest by @aleyda from @orainti YouTube Home shows videos from subscriptions, videos watched by similar viewers, new videos  How many times the video has been shown How well the video has engaged and satisfied similar viewers How often the channel or topic is viewed
  22. 22. #videoseo at #smxwest by @aleyda from @orainti YouTube search ranks the most relevant and highly engaged videos to the query Title Relevance Watch time of video for query Description Relevance
  23. 23. #videoseo at #smxwest by @aleyda from @orainti Relevance, retention & engagement are key to maximize video visibility within the platform Relevance Engagement Retention Title, description, etc. Likes, views, ratings, comments, shares, subscriptions Watch Time
  24. 24. #videoseo at #smxwest by @aleyda from @orainti How to develop relevant videos to be also liked so much that retain and keep users engaged, that will also make YouTube to recommend them further?
  25. 25. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti You need to understand your audience preferences & competition to establish an effective video plan
  26. 26. #videoseo at #smxwest by @aleyda from @oraintiAhrefs & Get popular queries to target by using your current keywords tools with YouTube support
  27. 27. #videoseo at #smxwest by @aleyda from @oraintiBuzzsumo Identify the videos with more views & engagement about your topic using Buzzsumo
  28. 28. #videoseo at #smxwest by @aleyda from @orainti Refine the terms by using YouTube’s focused tools like vidIQ, including competition metrics vidIQ
  29. 29. #videoseo at #smxwest by @aleyda from @oraintividIQ Identify the top ranked videos keywords used in tags, as well as the most popular related terms
  30. 30. #videoseo at #smxwest by @aleyda from @oraintiGoogle Trends Verify seasonality and trend over time by using Google Trends that includes a YouTube filter
  31. 31. #videoseo at #smxwest by @aleyda from @orainti Obtain the top channels for your relevant topics to analyze how they’re optimized and videos Socialblade, Noxinfluencer and Buzzsumo
  32. 32. #videoseo at #smxwest by @aleyda from @orainti What topics do your competitors publish about? What are the best performing ones? Noxinfluencer
  33. 33. #videoseo at #smxwest by @aleyda from @orainti What terms are they targeting with their top performing videos? Noxinfluencer
  34. 34. #videoseo at #smxwest by @aleyda from @orainti Which of these terms are also popular & trigger video results/carrousels/snippets in Google? Semrush
  35. 35. #videoseo at #smxwest by @aleyda from @orainti For which of these topics do you already have content that can be easily repurposed into a video, that you can also embed in the page to enrich it?
  36. 36. #videoseo at #smxwest by @aleyda from @orainti Start with relevant, non-competitive, but still popular queries/topics to address with videos Medium Search Volume Low Competition High topical relevance for your audience High expertise Feasibility to produce and cover w/ a video Possibility to repurpose to blog post/article/ etc. or use with existing site content Is there a video intent? Google shows videos Are aligned with your marketing/ business goals
  37. 37. #videoseo at #smxwest by @aleyda from @orainti Remember that it's about targeting topics that are highly connected to your business offering Tubebuddy vs
  38. 38. #videoseo at #smxwest by @aleyda from @orainti Establishing a consistent video publishing schedule for them as a result Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday 1 Publish How to “Set SEO Alerts” 1. Promote in Social & Groups 2. Reply to comments 3. Repurpose video in blog post 1. Reply to comments 2. Retweet/Reshare other people 1. Reply to comments 2. Retweet/ Reshare other people 1. Ask for feedback on current video 2. Ask for questions for next topic Record next week video 2 Publish How to “Optimize faceted pages” 1. Promote in Social & Groups 2. Reply to comments 3. Repurpose video in blog post 1. Reply to comments 2. Retweet/Reshare other people 1. Reply to comments 2. Retweet/ Reshare other people 1. Ask for feedback on current video 2. Ask for questions for next topic Ask for ideas/run poll for future topics Record next week video 3 Publish Interview “With Carlos - How an SEO agency in Spain is run” 1. Promote in Social & Groups 2. Reply to comments 3. Repurpose video in blog post 1. Reply to comments 2. Retweet/Reshare other people 1. Reply to comments 2. Retweet/ Reshare other people 1. Ask for feedback on current video 2. Ask for questions for next topic Record next week video … … … … … … … …
  39. 39. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti Start by optimizing your YouTube videos key areas for relevance and better structure
  40. 40. #videoseo at #smxwest by @aleyda from @orainti Begin optimizing the base of your presence: Your channel description, keywords…
  41. 41. #videoseo at #smxwest by @aleyda from @orainti Make the most out of each video content area to make them relevant towards the targeted queries Tubebuddy & VidIQ
  42. 42. #videoseo at #smxwest by @aleyda from @orainti Starting with titles, descriptions, tags for which YouTube gives length references and you can get keywords suggestions w/ tools add-ons Titles Descriptions Tags Tubebuddy & VidIQ
  43. 43. #videoseo at #smxwest by @aleyda from @orainti Tubebuddy and VidIQ add-ons can save you time from looking for the related keywords elsewhere Tubebuddy & VidIQ
  44. 44. #videoseo at #smxwest by @aleyda from @orainti Add relevant hashtags in descriptions (they will be featured above the title) and in titles too
  45. 45. #videoseo at #smxwest by @aleyda from @orainti The hashtags will become clickable and generate a YouTube search
  46. 46. #videoseo at #smxwest by @aleyda from @orainti LOL Upload your own “higher quality” closed captions to videos if you can Tubebuddy & VidIQ
  47. 47. #videoseo at #smxwest by @aleyda from @orainti vs Take a look at how the top ranked videos for your queries are optimized and improve yours
  48. 48. #videoseo at #smxwest by @aleyda from @orainti Are these elements all taken into consideration when ranking in YouTube search results though? Title Description Hashtags Tags Closed Captions
  49. 49. #videoseo at #smxwest by @aleyda from @orainti I tested it #videoseo at #smxwest by @aleyda from @orainti
  50. 50. #videoseo at #smxwest by @aleyda from @orainti I included the same “dummy” text in the title, description, tags, hashtags, closed captions to see which video ranked
  51. 51. #videoseo at #smxwest by @aleyda from @orainti Tests results suggest that the title, description and hashtag are taken into consideration
  52. 52. #videoseo at #smxwest by @aleyda from @orainti Title Description Hashtags Tags Closed Captions No tags and closed captions though
  53. 53. #videoseo at #smxwest by @aleyda from @orainti However, closed captions have other important roles that will improve engagement & retention For Hearing Impaired Watch muted video Non-native audience support
  54. 54. #videoseo at #smxwest by @aleyda from @orainti Google has also started to show Timestamps in the ranked Videos in search results from YouTube*
  55. 55. #videoseo at #smxwest by @aleyda from @orainti Label (timestamp) Enable them for your videos by adding labels and timestamps in your YouTube’s videos descriptions
  56. 56. #videoseo at #smxwest by @aleyda from @orainti They can be shown like this in Google’s Mobile Search Results…
  57. 57. #videoseo at #smxwest by @aleyda from @orainti … although your videos need to be ranking first already in video carrousels
  58. 58. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti Optimize and promote your YouTube Videos for Engagement & Retention
  59. 59. #videoseo at #smxwest by @aleyda from @orainti Once you're ranked for a query in YouTube Search Results: How do you engage and retain users to grow your subscribers even further?
  60. 60. #videoseo at #smxwest by @aleyda from @orainti Besides a relevant, catchy title and description, it starts with your thumbnail, that can make your video to stand out vs the rest and improve your CTR
  61. 61. #videoseo at #smxwest by @aleyda from @orainti Thumbnails are the “ads” of your videos and you should design them to make them unique, attractive with a representative image, including a catchy title
  62. 62. #videoseo at #smxwest by @aleyda from @orainti Replace the default thumbnail of the video with an original image using a thumbnail generator
  63. 63. #videoseo at #smxwest by @aleyda from @orainti Run AB tests of your video thumbnail and metadata with tools like Tubebuddy, to identify your audience preferences Tubebuddy
  64. 64. #videoseo at #smxwest by @aleyda from @orainti Create playlists to facilitate users to browse through your channel videos using their topics
  65. 65. #videoseo at #smxwest by @aleyda from @orainti Use your YouTube Channel home to promote your latest videos or those that generate the highest number of subscribers
  66. 66. #videoseo at #smxwest by @aleyda from @orainti Include info cards in your videos to link to other relevant ones or create a poll to engage users
  67. 67. #videoseo at #smxwest by @aleyda from @orainti Add end-screens to your videos using the YouTube’s studio feature to refer your users to more of them and subscribe to your channel
  68. 68. #videoseo at #smxwest by @aleyda from @orainti Don’t be shy! Ask your users to engage Keep watching to get answers Leave comments with questions Like the video Subscribe to channel
  69. 69. #videoseo at #smxwest by @aleyda from @orainti Add call to actions with links to watch more of your videos and subscribe from your description, be the first to comment and pin your own comment too, to start and incentivize the conversation
  70. 70. #videoseo at #smxwest by @aleyda from @orainti Interact with users in the comments addressing their questions, liking meaningful comments
  71. 71. #videoseo at #smxwest by @aleyda from @orainti Promote your videos and incentivize subscriptions outside YouTube too: From social media, your newsletter, email signature, Website…
  72. 72. #videoseo at #smxwest by @aleyda from @orainti Organize give-aways to encourage subscriptions to your YouTube Channel
  73. 73. #videoseo at #smxwest by @aleyda from @orainti Invite special guests, authoritative people within your field that will have their own community, to go beyond your reach
  74. 74. #videoseo at #smxwest by @aleyda from @orainti Piggyback on trending topics that people are actively searching for in your sector
  75. 75. #videoseo at #smxwest by @aleyda from @orainti It’s important to promote while the video is “new” since YouTube gives a “freshness” boost
  76. 76. #videoseo at #smxwest by @aleyda from @orainti#videoseo at #smxwest by @aleyda from @orainti Expand and repurpose your YouTube videos for Google search rankings
  77. 77. #videoseo at #smxwest by @aleyda from @orainti Create a blog or section within your existing blog, creating a post for each one of your videos
  78. 78. #videoseo at #smxwest by @aleyda from @orainti Embed your YouTube video in the post initially to help promote it, along a transcription, including complementary information and resources
  79. 79. #videoseo at #smxwest by @aleyda from @orainti If you have already an article/content for the video topic, you can embed it there to enrich the existing ranking page
  80. 80. #videoseo at #smxwest by @aleyda from @orainti Include a “rel=0” parameter to show related videos only from your channel (no competitors)
  81. 81. #videoseo at #smxwest by @aleyda from @orainti Link to your channel with a “?sub_confirmation" parameter to go to the subscription option
  82. 82. #videoseo at #smxwest by @aleyda from @orainti Include a watermark to your entire videos, allowing users to easily subscribe
  83. 83. #videoseo at #smxwest by @aleyda from @orainti You can generate the transcriptions with automated speech to text services, which are very cheap Rev
  84. 84. #videoseo at #smxwest by @aleyda from @orainti Or you can do it for free, copy/pasting YouTube’s automated transcripts
  85. 85. #videoseo at #smxwest by @aleyda from @orainti Free content FTW #videoseo at #smxwest by @aleyda from @orainti
  86. 86. #videoseo at #smxwest by @aleyda from @orainti After the “freshness” period passes by, you’ll want to switch the YouTube embed for Wistia
  87. 87. #videoseo at #smxwest by @aleyda from @orainti Wistia videos will add VideoObject structured data to the embedded videos automatically Wistia
  88. 88. #videoseo at #smxwest by @aleyda from @orainti Like this you’ll have higher chances to rank for your target queries in Google search results with long-form posts with embedded videos
  89. 89. #videoseo at #smxwest by @aleyda from @orainti Ready to see some results? #videoseo at #smxwest by @aleyda from @orainti
  90. 90. #videoseo at #smxwest by @aleyda from @orainti You can rank for those not yet so competitive but highly relevant terms within YouTube Rankranger
  91. 91. #videoseo at #smxwest by @aleyda from @orainti Like this
  92. 92. #videoseo at #smxwest by @aleyda from @orainti Or this
  93. 93. #videoseo at #smxwest by @aleyda from @orainti Or this
  94. 94. #videoseo at #smxwest by @aleyda from @orainti Rank as well in Google search Results with your YouTube videos and embedded video in blog posts too Rankranger
  95. 95. #videoseo at #smxwest by @aleyda from @orainti Like this
  96. 96. #videoseo at #smxwest by @aleyda from @orainti Or this
  97. 97. #videoseo at #smxwest by @aleyda from @orainti Rank also in Google’s search results with the post with a video thumbnail when the YouTube video doesn't rank
  98. 98. #videoseo at #smxwest by @aleyda from @orainti Rank also twice with the same video within the Carrousel, with the YouTube video and the embedded one in the post
  99. 99. #videoseo at #smxwest by @aleyda from @orainti Or rank with a video highlighted with a "key moment” in mobile search results
  100. 100. #videoseo at #smxwest by @aleyda from @oraintiYouTube Studio Analytics Identify the characteristics of videos that generate better rankings, more views, engagements & subscribers to identify what works best
  101. 101. #videoseo at #smxwest by @aleyda from @oraintiAccuranker Those of your competitors that outrank you in Google & YouTube Search Results to identify gap
  102. 102. #videoseo at #smxwest by @aleyda from @oraintiYouTube Studio Analytics Incorporate the changes. Rinse and Repeat
  103. 103. #videoseo at #smxwest by @aleyda from @orainti It shouldn’t be about raw numbers, but your end goal: having an impact with your actual relevant audience through the customer journey
  104. 104. #videoseo at #smxwest by @aleyda from @orainti Like they’re doing already
  105. 105. #videoseo at #smxwest by @aleyda from @orainti Keeping always the RER in mind Relevance Engagement Retention Title, description, etc. Likes, views, ratings, comments, shares, subscriptions Watch Time
  106. 106. #videoseo at #smxwest by @aleyda from * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Crawling Mondays YouTube Channel Host * European Search Personality of the Year in 2018 I’m Aleyda Solis, SEO Consultant & Founder at Orainti
  107. 107. #videoseo at #smxwest by @aleyda from @orainti Thank you and remember to Subscribe to Crawling Mondays too!